‘Indie' is by no means a new term in the music industry lexicon, but Fontana Distribution, a company established in 2004 that caters to independents, is poised to give it new meaning. Through the highly respected leadership and expertise of recently appointed Executive VP/GM Ron Spaulding [he was EVP/General Manager of Asylum & EastWest Records], along with his team, independent labels and artists connected to the fledgling company are on par to soar to new levels.

The Urban Network had a conversation with Mr. Spaulding and he provided insight as to, what it will take to achieve this feat, his background, and what sets Fontana apart in the industry.

Urban Network: What is Fontana Distribution's company philosophy and how does it continue to work/thrive under the Universal Distribution umbrella?

Ron Spaulding: The staff here at Fontana has built an incredible company in a very short time.  Our philosophy is simple—the labels are our number one customer.  My goal is to serve our labels/artists and accounts to the highest level. We have a responsibility to our labels/artists and a changing marketplace to perform. 

Fontana is [UMVD President] Jim Urie's brainchild and is located in the same building as Universal Music Group Distribution (UMGD) and that allows a close working relationship and true synergy between divisions. 

UN: You are fairly new to the position, what goals do you have for the company and what do you believe you bring to the table, especially in today's uncertain marketplace? 

RS: My goals are many, among them being the best independent distribution company in the business.  I have been blessed to hold positions in start up companies, retail, independent label, major label, independent distribution, and major distribution during my career.  I believe that the diversity of those experiences will add value to our labels marketing and sales efforts.  Our intent is to focus more effort on consumer marketing.  Independent labels/artists will benefit by our ability to provide concentrated and focused efforts to reach the end consumer.  The staff here is focused on providing the necessary expertise and access to help our labels brand their artists and companies. 

UN: Talk briefly about some of the key urban titles that your company has coming, and some of the labels you're doing business with.

RS: Fontana has such a diverse label and artist roster.  We represent labels and artists in all genres of Urban Music.  We have something for everyone; from Jazz and World Music to Rap and R&B.  We have had tremendous success with Gospel and continue to develop that genre with the help of Rhoda Lawrence and Universal Music Christian Group.  So you see, we are very diverse in our offerings to the consumer. 

We had great releases from: SMC Recordings-San Quinn, Messy Marv, Mistah F.A.B, and Pastor Troy;  Strange Music-Tech N9NE;  Musicworld (Mathew Knowles)-Sunshine Anderson, Trin-I-Tee 5:7;  Upstairs Records-Lil Rob, NB Ridaz, Amanda Perez;  Rendezvous (Dave Koz)-Wayman Tisdale, Kirk Whalum;  Kingdom Records-Shekinah Glory Ministries; VP Records- Shaggy, Wayne Wonder, Reggae Gold, and more…

Coming up:  Arsenal Records-Jon B (1st quarter 08), Lil Fizz of B2K (2nd quarter 08); SMC Recordings-Killer Mike, Pastor Troy, Mac Dre; Strange Music-Tech N9NE; Mad Science-DJ Quik; Upstairs Records-Lil Rob; Kedar Entertainment-Algebra (hot neo-soul artist).  There are many more releases coming.
We look to partner with entrepreneurs where we can provide distribution and marketing expertise.  Our deals are focused on artists/labels with a roster to help us flow releases and increase their brand in the marketplace.  We'll have a few surprises coming your way too with some of our current label negotiations so stay tuned.   

UN: You are really known for your work in the independent sector, what are your thoughts on the independent/entrepreneurial spirit that is once again becoming more prevalent in the music business? And how is Fontana capitalizing on the indie marketplace?

RS: I love the independent sector of the music business. It is exciting! We get to help our labels/artists prosper and thrive.  Independent music is truly the place where new genres are developed and what can be more fun than that?  The entrepreneur is a person who isn't afraid to think out of the box and take chances.  The music business is experiencing challenges and it is human nature to be cautious when challenges arise.  Entrepreneurs use challenges to motivate, they are used to tough environments where the risk is high so they change course, take chances, and increase their focus to succeed.  I love that and Fontana possesses that independent spirit.  Fontana provides entrepreneurs access.  
We have recently created The Fontana Urban Street Squad (F.U.S.S.) to increase our focus in the field on urban indie and lifestyle accounts.  While lots of the industry is cutting back, we are growing especially in the Urban Music Genre; just one more way we are serving our labels/artists in a challenged environment.